The two-day event will help retailers learn about the latest trends and newest products in the enthusiast market.

According to a past SEMA study, sales of pickup trucks and SUVs have risen steadily over the past 20 years, from 25% of all new vehicle sales in the mid-1980s to more than 55% of the market in 2004. Consumers are increasingly customizing these vehicles, according to SEMA. Products for light trucks now generate more than $10 billion in retail sales for the specialty equipment industry, roughly 37% of the total market, SEMA said.

Retailers that attend the SEMA Spring Expo will “see new products, network and develop creative marketing strategies for increasing their sales,” said Peter MacGillivray, SEMA vice president of marketing and communications. “Plus, they’ll have a chance to investigate cross-marketing opportunities at the co-located SEMA Offroad, highlighting the industry’s newest developments in off-road performance.”